Content Strategy: What You’re Missing

Having a solid, results-driven content strategy is essential to the success of your web design.

Though well-written content and superb images are a good start it is only the beginning of something great.

Here are 4 things you might be missing from your content strategy:

 1. Knowing your audience

Always craft your content for a specific audience.  Guessing who will visit your  site could create confusion among your audience and yourself.  Not sure who your audience might be?

  • Write a short 1-2 sentence mission statement describing your purpose
  • If you are a business, reopen your business plan
  • Make a “reader profile”– be as descriptive as you can.  Where does the reader live, what does he do, what does his Facebook profile say?

Knowing your audience is a consideration you continually have to reevaluate and tweak while developing your content strategy. The only way to effectively measure who is coming to your site, is to install analytics to your site.

2. Analytics

keyword content strategyNever judge the success of your site’s content strategy by the number of “likes” you receive on facebook.  Analyze your reader engagement using Google Analytics or other tracking systems.  Here are some questions to ask yourself once you start generating feedback from your tracking system:

  • How are readers getting to your site?  Compile a list of organic search keywords that were used to find your site.  Compare the list on a weekly basis. Explore some options with Google’s keyword planner and expand or clean up your current keywords used in your content strategy.
  • What pages are traveled to most often and why?
  • Can you describe what your site’s traffic is doing in two-three sentences?  Try to grasp a firm understanding every week about your readers and what works.

3. A Map of your Website

When was the last time you got color markers and scrap paper to draw? Drawing your website’s overall structure will allow you to broaden your perspective of your content strategy.  Drawing is proven to access the non-verbal side of the brain, allowing for creative problem solving.  Many times we get focused on minor details when the problem is systemic.

  • Use a traditional “spider web” drawing, or use a simple list format. You could even go so far to post screenshots of your site on a wall.  Web designers have combined the powers of mind mapping and content strategy to produce wonderful illustrations.
  • Highlight pages or parts of the map where your content strategy is working with green.
  • Reevaluate your map on a daily, weekly and monthly basis.

Mapping a single page

After you draft a new blog post or page on your site, sketch how you want the article to appear on the site.   Make sure your reader can scan your page to get the most relevant information from your writings.  Google has done in depth studies of how people read websites.

4.  SEO Audits

SEO or search engine optimization audits are essential to understand if your content strategy is working.  Whether you are an old pro, or a new blogger on the block, it is important to revisit your content for on the page SEO best practices. Just because you hit the “publish” button doesn’t mean your work is done!  Review your content on a set schedule by using a simple questionnaire.

For example:

  • Do all my images have “alt” tags that are relevant to  your keyword(s) in the given page?
  • Do I have keywords distributed evenly throughout my page without disturbing the flow of the page?
  • Are there keywords in my titles?
  • Is the content easily skimmed?

 

 

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